FORTUNE AT THE BOTTOM OF THE PYRAMID - IIMA.pdf

INDIAN INSTITUTE OF MANAGEMENT AHMEDABAD INDIA Research and Publications Fortune at the Bottom of the Pyramid: An Alternate Perspective Anand Kumar Jaiswal W.P. No.2007-07-13 September 2007 (Revised-July 2008) The main objective of the working paper series of the IIMA is to help faculty members, research staff and doctoral students to speedily share their research findings with professional colleagues and test their research findings at the pre-publication stage. IIMA is committed to maintain academic freedom. The opinion(s), view(s) and conclusion(s) expressed in the working paper are those of the authors and not that of IIMA. INDIAN INSTITUTE OF MANAGEMENT AHMEDABAD-380 015 INDIA IIMA INDIA Research and Publications Fortune at the Bottom of the Pyramid: An Alternate Perspective1 Anand Kumar Jaiswal Visiting Assistant Professor of Marketing Indian Institute of Management, Ahmedabad Ph: 91-79 Fax: 91-79 Email: akjaiswal@iimahd.ernet.in Abstract The Bottom of the Pyramid (BOP) has emerged as one of the dominant ideas in business. Cognizant of the overwhelming attention BOP has attracted and its potential impact on the billions of the poor and on managerial prac tices